Microsite

Producers of New Zealand's TVNZ's drama series, Go Girls, wanted a cost-effective way to attract more viewers during the show's second season to ensure a season three pick-up. Incorporating the plotlines of Go Girls, which usually revolve around who's sleeping with who, AIM Proximity built a cheeky Virginity Map website where users could find intimate knowledge about the show's characters and share some of their own. It was applauded by the Caples judges for being “right on brand” as well as for its use of Google Maps. Visitors to the Virginity Map are invited to place a virtual pin on the location of where they “lost theirs” and add a rating and commentary. More than 19,000 unique visitors have checked out the Virginity Map site, and 1,731 pins have been placed on the map. On-demand views of Go Girls on the TVNZ website increased by 70% in the two weeks following the Virginity Map launch, and production on Go Girls' season three is to begin soon.

Executive Creative Director
Nick Worthington

Creative Director
Michael Barnfield

Art Directors
David Reid, Jason Vertongen

Copywriters
Steve Anderson, Mike Kelly

Mr. Knowitall

Agency: M&C Saatchi/Mark
Client: Samsung

Samsung hired M&C Saatchi/Mark to develop a campaign that would bolster the launch of its Social Hub and demonstrate how the mobile application works. The agency created Mr. Knowitall, a fictional character who knows everything about everyone in his social circle thanks to the Samsung app that integrates all of a user's social networks into one easy-to-use interface. To show how the Social Hub works, the agency featured a secondary social media timeline that unfolded along with the story and consisted of all the social media and messaging to which Mr. Knowitall was privy. The experiential online campaign also gave users the chance to star in the movie along with four Facebook friends by adding their names, profile photos and the music they liked, making it more personal. The Caples judges appreciated the campaign's “good use of appropriate social media interaction” and “great production values.” The microsite has received more than 100,000 unique visitors since launch.

Executive Creative Director
Gavin McLeod

Senior Art Director
Alex Booker

Senior Copywriter
Mitch Alison

Creative Director
Joshua Rowe

Live Rescue

Agency: DDB Group New Zealand RappTribalClient: Coastguard New Zealand

Coastguard New Zealand wanted to demonstrate the difficulties of saving a life at sea to the country's citizens in order to increase donations by at least 20%. RappTribal in New Zealand organized a live rescue event, which involved the public in a mock search for four people stranded off the country's coast. In addition, direct response ads sent viewers to liverescue.co.nz, a microsite that placed visitors in a search simulator and gave them the tools available to the Coastguard with the objective to locate the victims. The campaign demonstrated the difficulties that the Coastguard endures daily, with only 1.8% of participants able to locate the boat. Caples judges approved of the microsite's immersive experience and “good integration of weather and time information to enhance the experience.” The campaign resulted in 2010 online donations that were nine times higher than the previous year and a 41% increase in overall donations, doubling the client's goal.

Group Executive Creative Director
Toby Talbot

Deputy Creative Director
Regan Grafton

Art Director
Brett Colliver

Copy Director
Matt Swinburne

Interactive Designer
Steven Leong

Silver

HBOimagine.com/archive

Agency: BBDO New York
Client: HBO

HBO needed an online presence that surpassed any offered by other TV networks and encouraged people to connect deeper with the brand. BBDO New York developed HBOImagine.com/archive, an aesthetically pleasing way for users to explore and navigate HBO video content that kept with the network's premium pedigree. The interactive site was part of a multichannel campaign that carried the brand concept, “It's more than you imagined.” Hundreds of thousands visited the site and 70% of them recommended it to their friends through share functions.

Mercedes Benz Australia had been unable to get more than 8% of its Smart Car owners to respond to its post-purchase surveys. BBDO Proximity Melbourne launched the Pop What You're Not online survey as a way for customers to develop a visual profile of who they are by popping bubbles that detailed who they aren't. Survey responses increased to 29%, giving Mercedes Benz Australia information to assist repurchase and brand advocacy and establish meaningful customer relationships.

Creative Director
Peter Bidenko

Art Director
Rebekah Wallman

Copywriter
Scot van den Driesen

Digital Producrer
Sasha Cunningham

The Weight of Your Good Deeds

Agency: OgilvyOne Spain
Client: ING Direct

ING Direct wanted to promote a charitable cause during the holidays while also creating a stronger brand awareness. It teamed with OgilvyOne Spain to create an online campaign that set the goal of capturing “50 kilos of good deeds on the Internet.” Good deeds were collected via the website and fans could share the initiative and cause by e-mail or Facebook. The proceeds went to UNICEF, and the campaign led to 160,000 hits to the site and 5,000 new Facebook fans.

Executive Creative Director
Jesus Rasines

Creative Director
Diego Gonzalez

Art Director
Debora Martin

Writer
Ramiro Alda

Train to Win

Agency: OgilvyOne Worldwide
Client: Nike Philippines

Nike wanted to use the Manny Pacquiao's boxing match with Joshua Clottey to empower amateur Filipino athletes. OgilvyOne Worldwide launched the online “Train to Win” campaign to challenge them to do as many consecutive push-ups as they could and post videos of their sessions on the site. Nike awarded a raffle ticket to win exclusive Nike Pacquiao apparel for every push-up. In 10 days, the website tripled the page views of Nike's previous Pacquiao campaign.

Creative Director
Dino Ocampo

Art Directors
Ryan Raneses, Pocoy Calvento

Senior Copywriter
Bonnie Doroy

Programmer
Aithne Lao

The Right Resolution Is on the Web

Agency: Red Urban GmbH
Client: Getty Images

Getty Images wanted to spotlight its discounted web-optimized content to creative directors and art buyers in order to compete with stock photo agencies' online services. Red Urban GmbH executed an offline-mailing to drive recipients to a microsite, featuring the strength of Getty Images' online offerings. The campaign was teased on Getty Images brand website as well as via the company's social media channels.

Executive Creative Director
Andreas Klemp

Art Directors
Adrian Pavic, Marianne Bartl

Copywriters
Lena Felixberger, Niklas Maier

Jersey Doesn't Stink

Agency: Rosetta
Client: High Point Auto Insurance

With High Point Insurance's rivals outspending it five to one, the New Jersey-based company asked Rosetta to raise brand awareness. The agency created a pro-New Jersey campaign, the Jersey Doesn't Stink microsite allowing visitors to declare that the state doesn't stink and send downloadable pre-written letters to TV networks. In less than three months, the site received 82,913 unique visitors.

Chief Creative Officer
Gary Scheiner

Group Creative Director
George Lepore

Associate Creative Director/Copywriter
Kim Gallina

Snowday

Agency: Rosetta
Client: Rosetta

Rosetta launched its Snowday campaign in order to assert itself as a world-class interactive agency. The Snowday microsite combined facial recognition software and motion tracking algorithms to develop a game in which users attempt to “catch” snowflakes on their tongue and then can share pictures of themselves playing the game via Facebook. The game generated over 4,000 shared media links and garnered the agency more than half a dozen new requests for work.

Chief Creative Officer
Gary Scheiner

Executive Creative Director
Toni Hess

Art Director/Designer
Damien Girardi

Copywriter
Chuck Wells

User Experience
Regan Vanden Boogard

Bronze

Virgin Media ‘Sofa Stadium'

Agency: Elvis Communications
Client: Virgin Media

Virgin Media wanted to raise awareness of its online content offering and increase brand engagement. Elvis Communications developed the Sofa Stadium online application to add a new social and experiential layer for football fans to interact while watching a match. The application's beta launch averaged 17 minutes and 22 seconds of interaction time, with 93% of participants surveyed rating it positively.

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